Penguin Books More than just the Classics

Penguin Books are often associated with just the literary classics. An advertising and design campaign launched at the 2012 KL International Book Fair in Kuala Lumpur in Malaysia reminds readers and potential readers that Penguin Books has a lot more to offer. The classic Penguin logo is transformed into vibrant, genre-specific icons for fairytales, hobbies, languages, music, travel, architecture, gardening, graphic novels and science fiction. Each piece spoke volumes about what Penguin has to offer, using beautifully crafted visuals. The work was applied across a range of mediums, including bookstore shelf separators, instore and outdoor posters. The campaign has won Gold for Design (Art Direction) at the London International Awards, following on from local success at the Kancils: gold for Design (Corporate & Brand Identity), and Silver Outdoor Lion at Cannes International Festival 2012.

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